INTRODUCTION

The product that we are proposing to you today is an all-organic unique fake tanning bath
bomb! Coming in a range of luscious fragrances and colour intensities, you can obtain your
desired natural glowing appearance via an entirely incomparable experience. In this
presentation we will discuss our company, Tan Us, we will then walk you through a thorough
SWOT analysis for our latest innovative product range for Bronze Bomb. We will then discuss the
extensive market research, the 4 ps concerning the product: price, product, promotion &
place, and affirm the feasibility of our remarkable product.

COMPANY & PRODUCT

Tan Us is owned and operated by founders Alahni Brown and myself in our Gold Coast studio
since 2014. Our company is run as a partnership, which is a business structure that involves a
number of people who carry on a business together ("Partnership | business.gov.au", 2016). This
way of operating our business allows both of us to have equal responsibility and authority to run
the business, therefore we have double the knowledge, skill and contacts. With more than one
owner, the ability to raise funds also may be increased ("Partnership Advantages and
Disadvantages", 2009). We are the ultimate company for all tan-a-holics, supplying many
different fake tan products and accessories. Tan Us welcomes for the first time ever, our new
fake tanning product, the Bronze Bomb. Bronze Bomb is a bath bomb infused with fake tan.
When placed in a warm bath this product will give you a luscious and even tan scented with the
desired colour of coffee, chocolate, coconut & vanilla. Being self-confessed tan-a-holics
ourselves, we know what you want in a tan, how to get the best results plus maintain your skin so
that its healthy, supple, and glowing. What we all want is a natural looking, sexy tan and finally
the product is here. Although we have created this great product, we are still in competition
with other fake tan companies including Loving Tan, Bondi Sands, Le Tan, St Tropez Tan and
others. These companies are four of the most common used fake products that people always
turn to. However it is our goal for Tan Us to become the number 1 fake tan company supplying
the best fake tan products. This product is 100% natural, suitable for vegans and is also eco

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friendly. Our fake tan bath bomb is brand new to the market and never before seen in the
tanning industry.

Our Mission statement - Tan Us hopes to provide fake tan products, which are high of quality.
One in which gives an even coverage, non-toxic, and long lasting regardless of cost.

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SWOT ANALYSIS
A SWOT analysis is a tool that identifies the strengths, weaknesses, opportunities and threats of an
organization. The method of SWOT analysis is to take the information from an environmental
analysis and separate it into internal (strengths and weaknesses) and external issues
(opportunities and threats). Once this is completed, a SWOT analysis determines what may assist
the company in accomplishing critical actions with its objectives, and what obstacles must be
overcome or minimized to achieve desired results. (Investopedia, 2016)

As deciphered through thorough examination:

Strengths
- This product is affordable for its high quality standard.
- This product is cheaper than other fake tanning products in the market such as loving tan
- Clean and easy application
- Bronze bomb gives an even coverage, reaching all areas without creasing or patchiness
- Scented with enticing natural fragrances not sickly fake tan smell which can be over
powering and linger.
- Only takes 5 minutes for your whole body to tan in the bath
- Natural ingredients - eco friendly, fair trade approved, all natural so non-toxic: suitable
for vegans.
- There are no other people in the market for this product; niche

Weaknesses
- Not everyone owns a bath, or has access to a bath or bathes.
- Time span last 1-2 weeks for product to maintain maximum affect.
- When drying yourself, the tan could leave marks on the towel before being washed if not
pat dried.
- Once out of the bath, the tan takes 1 hour to fully set, therefore tan process can be
negatively affected.
- If you have moisturizer on prior to bathing, the tan will not give an even coverage
- Excess swimming will produce tanning blotchiness

Opportunities
- Expansion on more avenues in fake tanning market
- Tanning packs for endorsements creates opportunities in coupling with big cosmetic and
beauty brands:
- Possibly Provide an included dark towel to avoid marks on laundry saves using bleach
or other harmful chemicals as well as a night slip to take precautions for sheets at an
additional cost.

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 - Provide a waterproof setting spray that dries instantly to allow customers to continue
with activities without sitting around avoiding smudging of tan on clothes/surroundings
whilst waiting for tan to set maintaining even coverage.
- Provide an exfoliating mit and recommend exfoliation prior to bath eliminating extra
oils, dead skin cells that permit an even coverage of the bronze bomb. In addition a
body scrub will be available for purchase.
- Optional additional fees apply for blow up bath for customers inept.
- Introduce odorless, non-stick, waterproof applicator spray before swimming to minimize
blotchiness.

Threats
- There are multiple fake tan products in the market Bondi Sands, St Tropez and Loving
Tan etc.
- Other fake tan companys could possible copy this idea and replicate similar products.
- People will stick to what they know; self application can or salon, as they may be
skeptical to this method of fake tanning.
- Some people will not adapt and think itll be too hard to apply
- This product can be preserved as seasonal

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RECOMMENDATIONS
- By introducing a brand new innovative tanning idea completely different to all other tanning
avenues consumers will be excited and willing to try and test out the never made available until
now, product that is bronze bomb in the initial stages of hitting the market.
- In regards to competitors, replication is in evitable, however, quality and standard is harder to
replicate, by maintaining a high quality standard for an affordable price consumers will opt for
the higher quality option especially with the new wave of organic, all natural way of life.
- Endorsement and the right marketing will convince consumers whom are stuck in their ways of
self-application and salon appointments to try the latest and greatest product in the market, all
whilst having a relaxing bath at the same time, no more awkward naked yoga positions.
- Going back to marketing, this product can refrain from being strictly a summer seasonal
occasion. Hot coco anyone? Or would you prefer ice coffee? Bronze bomb can and will be an
all year round product with the help of the right marketing which will be explained in further
depth in promotion.

MARKET RESEARCH
Market research is a valuable tool for all businesses. Statistics and other market research data
can help make informed decisions about the marketing of the business. Market research helps
understand potential customers and their needs, as well as what competitors are doing ("Market
research and statistics | business.gov.au", 2016). Data about any area of business can be
categorised into either primary or secondary data. Primary data involves collecting data for a
particular reason that addresses specific needs of the business. It is original data. Secondary
data involves accessing data that has already been collected by another group or organisation
and using this data for the individual needs of the business (4). Secondary data will be found
throughout this feasibility study for definitions and other research. We have created a survey as
our primary research in order to gain feedback for Bronze Bomb. This is an example of our survey
(have on power point a pic of it).
It includes a short description of the product and 15 questions, both demographic questions and
other questions about our new product. We also asked for some feedback to help make the
Bronze Bomb the best possible product for our customers needs. Once the data was collected,
it was put into graphs to help see and understand all responses.

OUR MARKET RESEARCH

As we have just mentioned, we created a survey as our primary research in order to gain
feedback for Bronze Bomb. From this survey we have been able to identify our target market,
determination of price, the best way to advertise and preferred colour of tan.

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 SUBURB
12
10
8
6
4
2
0 Broadbea

Burleigh

Bonogin
Robina
Mudgeera
Tallai
Palm

Currumbin
Clear
Elanora
Tugan

Mermaid
Miami
Tallebudg
Reedy
Varsity

Our first lot of data shows that the majority of the people interviewed were from Burleigh. This is
due to the fact that the survey was conducted in this suburb; therefore higher statistics of
residents will have part taken in the survey.

MALE VS. FEMALE AGE

6% 40
30
Male 20
10
94% Female
0
Under 16-25 26-49 50-65 65+
16

These 2 graphs show the demographic data. With this data we are able to determine our
preferred target market. It is clear that females aged between 16 and 25 are more likely to
purchase this product. 28 per cent of young females using fake tanning products has increased
in the past year opting to for go seeking a suntan. (Body & Soul, 2016)

PRICE OF PRODUCT

8% $20-$25
12% 34% $25-$30

$30-$35
46%
$35-$40

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As can be seen from the feedback of the price of the product, it is evident that consumers are
willing to pay between $25 to $30. Other fake tan products in the market are priced between
$20 and $60, however, this product isnt like any other tanning product, it is more innovative and
creative. This data suggests that the pricing method used will be premium pricing. A business
may set a high price for a product as part of an effort to create an image that the product is of
high quality (Mylonas, Harvey & Hodges, 2007).
.

FAKE TAN USERS

42% Yes
58% No

YES NO
Occasionally if Never
important event is
coming up Maybe once or
twice a year
Once every 3
months Im tan already

Every week in No, but I use bath

winter bombs sometimes

When Im going
out

Once a month

Often

Every week

This graph shows the vast amount of people who use fake tan in 2016. More than half of the
people surveyed use fake tan. The comments here show when so some people use fake tan.
This does not mean the other 42% wont use this product. As you can see, some people use fake
tan once or twice a year.

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 COLOUR
8%

12% Light

22% Natural

Dark
58%
Ultra Dark

The preferred colour of fake tan is natural. This suggests that people want a nice natural looking
skin colour after using the bath bomb.

ADVERTISEMENT
50

40

30

20

10

0
Social Media TV Radio Sales Person

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 Social Media TV Radio Sales Person
Easiest to access Easiest to be Least annoying I want you to sell it
advertised to me
Everyone uses it
Its popular They can tell me all
See what other about it and I can
people think So you can see ask questions
how the product
Bigger audience works

More likely to use it Personal

preference of
I use social media a media
lot
More people would
see it

We asked our surveyors where they would want to see this product advertised and why they
chose this form of advertisement. Social media was by far the most popular form of
advertisement chosen. Most people use social media every day and it is at very easy access for
most. Using social media allows customers to connect and interact with a business on a more
personal level. We will have the opportunity to share before and after photos of customers,
which provides evidence of the end results of using Bronze Bomb. Social media can also be a
good way of attracting new customers and brand recognition through promotions or giveaways
("Benefits of social media for Business | business.gov.au", 2016). Our target market is also very
suitable for this type of advertisement as most people aged between 16 and 25 are all on social
media. Advertising on social media will decrease marketing costs, as most social media outlets
are free.

OVERALL FEEDBACK
Positive Recommendations/Advice
Genius idea Natural products, colours that dont make
you go orange or blotchy
That is a really cool product and I would
totally use it Make a moisturizer to let the tan last longer

Awesome idea Include a cute towel in product packaging

Sounds perfect Perhaps you could offer a wide range of

shades in order to cater for all skin colours
Beautiful and easy
How would you do your neck and face? If
10/10 you have light coloured hair would it stain?

Love it Scented, natural ingredients

Good idea, thumbs up

Would be great, minimal effort is great

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On the bright side, we did not receive any negative feedback, however, we got
recommendations to add to the product. Along with this we did receive a lot of positive
feedback. The people who gave us positive feedback are the ones who think it will be
convenient. Most of these people were aged between 16 and 25. This market segmentation of
these women is the broader target market as significantly they are the ones who generally use
fake tan rather than the oldies that dont worry as much about this sort of product.

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MARKETING MIX
Product
A product is a good or service purchased, it also involves packaging and labeling that surrounds
a good, and the brand name of the product. (The Economic Times, 2016)

Bronze Bomb is a good, meaning a tangible source. It is made of all natural micro degradable
products, the organic ingredients used are grown and manufactured without the use of
synthetic chemicals, fertilizers, animal derivatives or GMOs (Genetically modified organism). Our
organic ingredients support sustainability as producing ingredients organically reduces the
dependence on non-renewable resources. BB is fair trade approved and is eco friendly by
maintaining an organic production process. Bronze Bomb comes in a range of organic colours
and fragrances derived from organic coffee beans, cacao, coconut and vanilla beans.

This product can be a quick and easy routine or a relaxing leisurely experience. BB comes in a
pack of two bath bombs, and an optional dark towel, two-sided mit and setting spray. The first
bomb is infused with fake tan. Simply place the bronze bomb in warm water and it will dissolve
immediately; creating silky smooth water whilst simultaneously releasing rich fragrances of
choice of the selected bomb: coffee very dark, chocolate dark/medium, or coconut -
natural. After soaking for a minimum of 5 minutes an even coverage will occur. The product will
also come with a mit to tan your face. An optional dark towel is provided to use after bath to
pat dry. Full setting of the tan takes up to 1 hour, enhanced with a setting spray to dry instantly
prevent smudging. The second bath bomb is anti tan making up the 4th bronze bomb in the
collection with a sweet vanilla scent. This will remove your tan when sitting in the bath, followed
with a quick scrub with the exfoliating mit the tan will be removed.

The packaging is entirely made out of recycled products sticking to the natural and eco friendly
image. Bronze bomb comes with two bombs, an applicator/exfoliating mit, dark towel and
setting spray wrapped in a recycled plastic/paper container.

Our products logo entitles bonze bomb in simplistic capital basic font with the 4 bath bombs
aligned in darkest to lightest symbolizing the collection of Bronze Bomb.

A successful product lifestyle for long lasting products has a four-stage life cycle. These four life
cycle stages are: introduction, growth, maturity, and decline.

Bronze Bomb is currently in the introduction phase. The introduction stage is the most difficult
when the product is first introduced to the market. Sales will be slow because people are
unaware of the product. Spending on promotion will be a high priority at this point until the
growth phase is hit.

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Price
Price is the value that will purchase a finite quantity, weight, or other measure of a good or
service (Business Dictionary, 2016). The four pricing objectives a business strives to obtain are:
maximizing of profit, maximizing market share, status quo sets similar price to others in market,
and survival reducing prices so that the business survives.

A business can use a number of different methods and strategies when it sets the price of a
product. Factors that need to be taken into account are:
* Cost plus pricing calculate the price to manufacture, distribution and sales of a product and
then adding extra profit.
* Penetrating Pricing the product entering the market cheaper then competitors price. Aim to
gain big markets.

The pricing strategy chosen for Bronze Bomb is premium pricing. Premium pricing is when a
business sets a high price for a product as part of an effort to create an image that the product
is of high quality (Small Business, 2016). This method will be effective as all products used or
associated with bronze bomb are natural and organic maintaining reliable high quality and
standard levels. Sales price is set to be $29.99 with addition costs for optional products. The
consumers desirable purchase price for this product was set between the price ranges of $20 -
$30 according to survey statistics, hence the decision to set the sale price to $29.95 opting for
premium pricing.

Manufacturing will take place in South America, using the best natural resources of coffee,
chocolate and coconut via having fair trade system set up. The resources location will be
cheap to mass-produce and distribute globally allowing maximum profit for Tan Us whilst
allowing us to utilise the premium quality materials maintaining organic mantra.

There is no product to compare to Bronze Bomb as it is the only product on the fake tanning
market to use bath bombs. There will be no competitors for this particular product, therefor it is
more likely consumers will pay for our product being the sole distributor for fake tan bath bombs.
Other fake tanning companys sell any where between $19.99 to $49.99 for tanning products,
although Bronze Bomb may be in the middle of the markets price range it allows initial
introduction stages to be slightly cheaper than competitors. Loving Tan is a highly sought out
premium tanning brand used globally with products beginning at $39.95 reaching $59.95
effectively a prime example of a company maintaining the supreme product image for there
market and financially benefitting by using premium pricing (Loving Tan, 2016). Other factors
that support the use of premium pricing are that it is new and never before seen on the market.
This allows us to mark the price high, as consumers certainly will pay to try out the first ever fake
tanning bath bomb!

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Promotion
Weve got a product and a price now its time to promote it. A business has to inform people
about the products that the business has for sale. It is our job to persuade people to purchase
our product that is up for sale. Advertising is a paid for, non-personal method of communicating
a message about a product, to an audience (Mylonas, Harvey & Hodges, 2007). This is done
through a mass broadcast medium; such as television, radio, newspaper, billboards and/or
social media. We have chosen, with the help of the data collected from the surveys that the
best method of advertisement for Bronze Bomb will be through social media. This form of
advertisement comes with many benefits. This graph shows the benefits of social media
marketing in 2014.

As we can see here 92 % of marketers say their social media efforts have generated more
exposure for their businesses. Other huge benefits of advertising on social media include
increased traffic, loyal fans, marketplace insight, leads, improved search rankings, business
partnerships, marketing expenses and improved sales (Colwyn, 2014). Social media is also a
great way for celebrities to endorse the product. Celebrities promoting products and services
has become a profitable way to build brand awareness and credibility. When brands
establishing a relationship and connection to popular names in this industry, there is the potential
to boost sales drastically, especially when the consumer believes the product or service is
actually used by the celebrity him or herself (Bradic, 2015). We will advertise Bronze Bomb on
Instagram, Facebook and Twitter. We will provide photos of results so people can see the
awesome out come of Bronze Bomb along with other promotional photos and statuses and
other important information. It is easy for customers to contact us through social media for
enquires also.
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Place
Distribution is the process of transporting a product to a place where a consumer can purchase
it. We have chosen for our product to be distributed at a few high-end cosmetic stores
including; the Body Shop, Mecca Maxima, Lush and Sephora. This shows that our product is full
of quality and value. This also allows the sales people of these stores to persuade individuals to
make a purchase ("What is salesperson? definition and meaning", 2016). Along with these high-
end stores our product will also be sold at chemists, Kmart, Target and Big W. Selling Bronze
Bomb at these big department stores allows for bigger orders, greater brand awareness and
validation and more store opportunities and visibility to other buyers (Hamill, 2016). Chemists,
Kmart, Target and Big W all have multiple stores across Australia, most of them having easy
access for all. Bronze Bomb will also be sold online for those who cannot make it to the shops
and find it a much more easier way to purchase items. These places of distribution provide a
wide of option for everyone. They are all accessible and common.

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CONCLUSION
In this presentation we discussed our company, Tan Us, and then walked you through a
thorough SWOT analysis for our latest innovative product, Bronze Bomb. We then discussed a
detailed market research and the 4 ps: price, product, promotion & place. We now must think
whether or not this product is feasible. From the information gathered, myself and Alahni/Brittany
certainly think that Bronze Bomb is feasible. It is a great product, which received great
feedback. After breaking down the marketing side to this product, we have come up with a
price that consumers will certainly pay for, a great way of advertising as a form of promotion
and a range of high end and easy accessible shops for all where Bronze Bomb can be
purchased.

Brittany Stimson
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Brittany Stimson